五星级酒店销售入职培训-Hotel-Sales-Orientation.doc

SALES ORIENTATION

WELCOME

TO THE EXITING WORLD OF THE TOURISM AND HOTEL INDUSTRY
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Did you know that the tourism industry is the largest industry in the world?
No other industry employees more people than the tourism industry.

Yes it is correct. The tourism industry is the biggest industry in the world.
The industry covers transportation such as airlines, railways, coaches, etc..
It covers tour operators, travel agents, sightseeing spots and of course hotels.

Hotels can play a major role in the development of
new business and tourism destinations.
There are thousands of hotels in every country in the world
ranging from ordinary guesthouses up to 5-star deluxe hotels.

Hotels play also a major role in the social life of a city.
Most of the time hotels are used as meeting points as orientation in the cities and people use the facilities in a hotel
such as restaurants, banquets, discotheques, etc.

Hotels especially 5-star hotels are prestigious addresses and
ranking very high in the social environment.

GENERAL GROOMING & STANDARDS

·All sales executives should act as proper representatives of an international 5-star deluxe hotel at all times. This should apply for during working times as well as private times.

·Sales staffs are requested to dress in hotel uniforms provided by the hotel during working hours and social function.

· Male staff members need to wear suit and tie if in the hotel premises and during sales calls. Male staffs need to be shaved and have proper hairstyle.

·Female staffs are requested to wear the uniform provided the hotel, good make-up, allows no extreme make-up, stockings and proper hairstyle.

·Sales staffs either female or male need to be proper cleaned and representable at all time. This applies also for general attitude and manners within or outside of the hotel premises.

·Sales staffs are requested to carry their business cards with them at all time. This applies for working hours as well as for private times.

·The image of the hotel will be reflected by the professionalism of the sales staff during guests encounter and sales calls. Business for the hotel depends on the sales people. Therefore it is understood that the sales executives of our hotel are the most professional sales staff among all hotels in our city.

·Following basic grooming will apply.

DO
DON’T
·Wear staff uniform and be proper groomed at all time during working hours and in private. Have a neat and professional appearance
·Be courteous and cheerful at all time.
·Always follow up on time if you committed a follow up. Keep your word at all times for anything you have committed.
·Smoke, spit or do any other obscene gestures in front of guests or within hotel premises.
·Never use tricks or any other foul play in order to get business or appointments.
·Never use vulgar expression in front guests or on the phone.
·Never talk bad things about other staff members or about guests.
·Never skip appointments without informing the counterpart first.
· Never say “I have no time” or “I am busy” in front of guests, if guests wishes to see a sales executive.
· Never do any sexual approach in order to get business.

PRE - CALL PLANING

Are you a sales professional?
Do you know what are you doing and where to start?
Do you think you need to have sales plan?
The answer is yes–

YOU SHOULD ALWAYS PLAN AND YOU SHOULD ATWAYS HAVE A PLAN.

·The first step of your plan is homework.

Imagine yourself conducting a beautiful presentation, you have your pre-call objectives, you have your appointment and your are motivated, but then you find out that you have spoken to the wrong person or the company does not have any business at all.

In order to save yourself a disappointment, try to conduct a pre-call planning by conducting a research and to identify the prospect of the account you are calling to:

·Location of the company

–Where is the company originated from?
–Local company or joint venture?
–How long is the travel distance between the hotel and the company?

·Origin of the company

–Where does this company originated from?
–Local company or joint venture?

·Background of company

–Is this company local independent or part of an international enterprise/conglomerate?
–If international, where is the regional head quarter?
–How long is this company established?

–What is the size the company and how many staff are employed?
–What is the nature of the business of this company?
–How many departments are and what are the responsibilities?

·History of this company

–How long is this company established or is this company under progress of opening?
–Does this company have many visitors and how many room nights there are using?

·Criteria of hotel selection

–What are the criteria for their hotel selection?
–What hotels their were using for the past?

PRE - CALL OBJECTIVES

Did you do homework and sales planning?

Are you ready to make a sales call?

(It may be a cold call, appointment or follow up - pick one)

Have you got everything you need?

(Name five items you think you have to take with you
for a successful sales call)

1. ___________________________

2. ___________________________

3. ______________

4. ___________________________

5. ___________________________

WHY ?
WHAT DID I FORGET ?

DO YOU REALLY KNOW WHY DO YOU MAKE THIS SALES CALL - DO YOU ?

Haven’t you forgotten your PRE-CALL OBJECTIVES?

Sit back down again. Decide what you really want to accomplish from this call. When you’ve done that, you have your PRE-CALL OBJECTIVES.

If your sales call is to a potential account, your pre-call objectives might be any of several things. You might just call to get to know the customer - introduce yourself and establish a relationship. Or your objective could be to assess the customer’s needs, or to provide information. Pre-call objectives help you to outline your presentation and tailor-made your call. When you plan your calls, you’ll be knowledgeable and confident - and you’ll eventually walk away with a commitment in your pocket.

OKAY – ARE YOUR READY TO ESTABLISH YOUR OBJECTIVE
AND WHAT IS YOUR FIRST OBJECTIVE?

YES, I AM READY.
I WANT TO GET
THEIR BUSINESS !

NO – NO - NO！Sit back down again. ”Getting their business” is NOT a pre-call objective. For one reason, it does not fit with your “Needs, satisfying, selling” approach. For another, if getting his business right then and there is only one reason for the call, aren’t you going to feel like a failure if you have to leave without a reservation or booking? Getting their business could be a goal, but should not be your only objective. A pre-call objective should be what you realistically want to accomplish while you sitting down face to face with your prospective customer.

To help you out, we’ve included some sample “pre-call objective”. Chances are, you will have more than one objective for each call.

SAMPLE PRE-CALL OBJECTIVES

l Trace follow – up

l Conducting a cold call market research

l Hotel introduction and product awareness

l Assess needs and volume of business

l Property tour

l Identify competition

l Apologize for problem and offer solution

l Invitation to lunch or social evenings

l Discuss rates increase/decrease

l Discuss specific business

l Introduction as a the new sales executive

l Leave new brochure

l Discuss new promotion activities of the hotel

l Secure sales leads

l Offer a bid for meetings or special events

l Collect meeting information

l Introduce new Manager

l Sign up for corporate club

l Thank you for interest or business

etc.

SEVEN STEPS TO A SALES CALL

The following seven steps to a sales call are designed to keep you focused. Follow these and you will become a professional sales executive.

There are two hints:

These steps ALWAYS follow the same order.

Always include ALL of the steps.

However please be advised that for some accounts sometimes the seven steps to sales call are not necessary since relationships may have already established.

SEVEN STEPS

· STEP 1: THE INTRODUTION
This one is easy. Just follow some easy steps:

– Simply introduce yourself with name, position and which company you are representing.
– Be sure to use the prospect’s name (always address customer by name)
– Offer a firm hand shake if the situation allows
– Make and keep eye-contact with guest at all time
– Offer your business card and request for business card
– If name card is offered to you, please read and pretend to be very interested
– Keep business card in front of you to remember name and position
– If a drink is offered to you such as coffee, please refuse, as these will inconvenient the customer and you may get shaky if you drink to much coffee.

· STEP 2: THE WARM UP
This step is also called “the ice-breaker”. Spend as much time as needed (but no more than needed) on this step. Ask open-ended questions to determine personal interests and areas of comfort for the prospect, thus beginning to establish a relationship.

Please be reminded that potential customer prefer to deal with sales executive, with whom they can be comfortable. A common interest always helps to establish a relationship.

In order to determine a common interest, you may observe the decoration in the office or on the desk of the prospect. Decoration, pictures on the desk or pictures on the wall can mentioned a lot of the individual personality.

– For example a University certificate on the wall from a University you know.
– Very powerful background for a relationship is also if you are from the same city or region.
– You may see some newspapers on the desk, which you also interested in.

· STEP 3: OPENING STATEMENT

Now is the time to get down to business. Your opening statement should be designed to get the Interest and attention of your prospect. It is also time to let them know why you are there.

Make the opening statement simple. Tell them what are your objectives for your visit. You want to introduce the hotel or you may want to discuss certain proposals etc.

· STEP 4: QUESTIONING

Find out as much as you can about your prospect, their individual needs, their wants (please be reminded on the different between these two), what has worked in the past, what hasn’t and what they are looking for. You must know their needs during your presentation.

REMEMBER:
– Find out facts first
– Focus on business of immediate potential
– Feelings - get 3 or 4 hot buttons established.
– Delve further into hot buttons that could be misinterpreted.
– The buyers will buy when you know them, not necessary when they know you

· STEP 5: PRESENTING

Now that you know needs, wants and hot buttons… you can present your hotel as the answer and solution.

HINTS:
– Summarize needs and hot buttons.
– Tailor your presentation to specific needs
– Load the presentation with benefits (don’t overload as people will forget)
– Emphasize hot buttons and strengths where the competition is weak.
– Play down features met by the competition.
– Don’t mention features if the prospect has no interest in
– Do not discuss rates until everything is in agreement.
– Be seated when quoting rates.

· STEP 6: CLOSING
ASK FOR THE BUSINESS !
Be seated, comfortable and confident. Give a summary of benefits, then request commitment, and then be still and quiet. You must wait for an answer. Don’t be guilty of overselling.

· STEP 7: END THE CALL
Get the details and identify next steps of your action and follow-ups. Thank the customer for their time, assure them that they have made the right decision, the leave the office promptly.

SALES CALLS BASICS

DO
DON’T
·Establish a pre-call objective. Be realistic.
·Be organized with your sales tools and materials.
·Relax and be natural but not casual.
·Smile - genuine and friendly.
·Be enthusiastic and confident.
·Be positive and motivated
·Put yourself in the listener's shoes;
Avoid appearing only self-interested.
·Have a neat and professional appearance.
·Keep appointments on time.
·Shake hand only if the prospect wants to - If so, shake firmly.
·Present your card after you shake hands with the prospect.
·Have your business card always ready.
·Remember his/her name, get it right and use it frequently.
·Be courteous and cheerful.
·Use words the buyer understands.
·Be well-rested.
·Understand the importance of the secretaries.
·Always take notes - it shows real interest.
·KEEP YOUR WORD. Call back or follow up when you say you will.
·Use visual aids.
·Address his/her needs - not just your product.
·Above all, listen. Try to find out the buyer’s need and sell to them, not at them.
·Take you job serious.
·Be always professional.

·Oversell. When customer buys, stop selling.
·Never visit prospects without prior appointments and never disturb meetings.
·Don't over do, by calling up a prospect every day to ask when you will get the business. It may have a reverse effect.
·Never visit prospects, because you are bored and you don't know where else to go. Remember that all your prospects are busy people, who do not have much time to talk to sales people.
·Use tricks just to get in the door.
·Smoke, spit or eat chewing gum while you are with the guest.
·Use profanity or vulgar expression.
·Be carrier of bad news (i.e. bad weather, inflation)
·Criticize the competition directly, but point out differences.
·Take too much literature/brochures in the office.
· Never do joint sales calls with other hotels or other sales executives unless prior approval.
·If you receive mobile phone calls, make it short as possible.
·Never stay on if nothing else more to say, if prospect does not show interests and seems very busy.
·Never use sexual approaches in order to get business
·Try to avoid using the restroom while you are with the customer.
·Never say anything bad about their company or their product, always highlight and give compliment to them
·Assume a welcome, but earn it

WHAT YOU SHOULD NOT DO DURING A SALES CALL !!!

1) NEVER DO JOINT SALES CALLS !
“Hello we are from Kande International Hotel Huizhou and Tian Yue Hotel, and we want your business.

2) NEVER USE FORCE IN ORDER TO GET IN TO THE DOOR.
“Hello it’s me. I am from Kande International Hotel Huizhou and I want to sell my rooms”

3) NEVER BRING YOUR KIDS ALONG TO A SALES CALL
Don’t cry, just only two more sales calls today.

4) NEVER SHOUT AT YOUR GUESTS !
“I AM FROM KANDE INTERNATIONAL HOTEL HUIZHOIU AND I WANT TO MEET WITH YOU !!”

5) DON’T WEAR BRIGHT MAKE–UP OR FUN